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S.C. Johnson Kicks Off Global Review

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Draftfcb faces the defense of its largest global account with news that S.C. Johnson has launched a global review of all marketing services, according to sources.

The Interpublic Group shop handles lead creative duties, some media planning and direct marketing chores on some brands. One source put global revenue on Draftfcb’s business at more than $50 million.

The review includes traditional creative and media duties as well as digital and direct marketing, promotions and retail marketing, a client representative acknowledged. As such, other roster shops—including Interpublic units R/GA (digital), Initiative (media) and Mullen (Shout) and WPP Group’s OgilvyAction (retail)—also are at risk.

Global annual media spending could not be ascertained. In the U.S. alone last year, major media spending exceeded $332 million, according to Nielsen. The total in the first nine months of 2010 was $260 million.

S.C. Johnson’s brands fall into four categories: home cleaning (Windex, Pledge, Fantastik, Drano, Scrubbing Bubbles, etc.); air freshening (Glade, Oust); food storage (Ziploc, Saran) and insect control (Raid, Off).

S.C. Johnson launched the review with an eye toward improving its capabilities across all disciplines, the client rep said. The incumbents have been invited to participate and Chicago-based consultancy R3:JLB will manage the process, the rep added.

Draftfcb runs its global business out of its Chicago office, though locations around the world work on S.C. Johnson. In addition to being the shop’s largest global account, it’s the biggest account in Chicago. The agency declined to comment, referring questions to the client.